Presentation to SOLGM Local Government Communications Forum, 24 May 2010, Wellington.

1. Social
Media.
”Facebook, Twitter & all that stuff”
A local government guide to Social Media. Putting Northland first

2. So what is
Social
Media?
A local government guide to Social Media. Putting Northland first

3. I think your
I love your My neighbour
hat is
hat! Where did ridiculous! recommended
you get it? the place to me.
Might go
hunting moa. What are you
doing later?
Victorian era tea, Napier, NZ (1888)
Source: National Library of NZ photostream on Flickr:
http://www.flickr.com/photos/7726011@N07/4498487341/
A local government guide to Social Media. Putting Northland first

4. “We are moving from an
information age
to an
opinion age.”
Warren Sack, Associate Professor, Film & Digital Media School,
University of California, Santa Cruz
A local government guide to Social Media. Putting Northland first

5. Why should Councils use
Social
Media?
A local government guide to Social Media. Putting Northland first

6. Compelling reason #1:
It’s free!
A local government guide to Social Media. Putting Northland first

7. Compelling reason #2:
It’s easy
to use.
A local government guide to Social Media. Putting Northland first

8. Compelling reason #3:
It’s fast.
A local government guide to Social Media. Putting Northland first

9. Compelling reason #4:
Reach.
A local government guide to Social Media. Putting Northland first

10. Social media:
how can it help my Council?
work openly, be accountable
enhances democracy
keeps your citizens informed
helps citizens report problems
A local government guide to Social Media. Putting Northland first

11. Social media:
how can it help my Council?
assists with campaigns
helps build communities
delivers services
extends audience reach
A local government guide to Social Media. Putting Northland first

12. Getting started with
Social
Media.
A local government guide to Social Media. Putting Northland first

13. Social media:
some rules of engagement
use real words, not txt spk
it’s not all about you, comment &
converse
take the time to listen
A local government guide to Social Media. Putting Northland first

14. Social media:
some rules of engagement
give credit where credit is due
be timely, immediacy is key
if you can’t say anything nice –
don’t!
A local government guide to Social Media. Putting Northland first

15. “The social landscape is
emotional.
Transparency and authenticity
are not emotions.“
Brian Solis - digital analyst, sociologist and futurist
Connect Now 2010
A local government guide to Social Media. Putting Northland first

16. Tweet dreams?
A local government guide to Social Media. Putting Northland first

17. Use for:
Live coverage, news, events,
alerts, giveaways, feedback
A local government guide to Social Media. Putting Northland first

18. The average age of a
Twitter user is
39 years old.
Brian Solis - digital analyst, sociologist and futurist
Connect Now 2010
A local government guide to Social Media. Putting Northland first

19. A local government guide to Social Media. Putting Northland first

20. A local government guide to Social Media. Putting Northland first

21. A local government guide to Social Media. Putting Northland first

22. Objectives & metrics
Objective Measure
Extend reach of existing corporate messages online (e.g. news, Number of followers;
speeches, web updates, YouTube videos) by building relationships relevance and type of followers; number of
with relevant audiences including intermediaries, stakeholders, and key web traffic referrals from Twitter to our
influencers such as journalists and bloggers website content
Provide an informal, ‘human’ voice of the organisation to promote Feedback from followers (unsolicited and
comprehension of and engagement with our corporate messages. solicited)
Provide thought leadership and credibility, increasing our visibility as Feedback from followers (unsolicited and
the experts in our remit within the online space solicited); number of re-tweets (Twitter
users repeating our updates); clickthroughs
from our tweets
Provide an additional, low-barrier method for audiences to interact with Volume and quality of @reply and DM
the Regional Council provide feedback, seek help and suggest ideas contact from followers; impact of this
feedback on the Regional Council
Provide live coverage of events (such as policy launches, media Number of events covered per year;
briefings, council and committee meetings) for those who cannot attend positive feedback on that coverage
A local government guide to Social Media. Putting Northland first

23. A local government guide to Social Media. Putting Northland first

24. www.nrc.govt.nz/twitter
A local government guide to Social Media. Putting Northland first

25. Engaging on Twitter
publish useful tips or facts
A local government guide to Social Media. Putting Northland first

26. Engaging on Twitter
retweet to acknowledge others
add a personal comment, not just retweet
A local government guide to Social Media. Putting Northland first

27. Engaging on Twitter
say thank you, publicly
A local government guide to Social Media. Putting Northland first

28. Engaging on Twitter
ask for help or ideas
A local government guide to Social Media. Putting Northland first

29. Engaging on Twitter
bring tweets to life with photos
A local government guide to Social Media. Putting Northland first

30. Other Twitter users
A local government guide to Social Media. Putting Northland first

31. A local government guide to Social Media. Putting Northland first

32. A local government guide to Social Media. Putting Northland first

33. And a few others!
A local government guide to Social Media. Putting Northland first

34. A local government guide to Social Media. Putting Northland first

35. A local government guide to Social Media. Putting Northland first

36. Can you face it?
A local government guide to Social Media. Putting Northland first

37. Use for:
Events, brands, campaigns,
interactions, contests, issues
A local government guide to Social Media. Putting Northland first

38. The average age of a
Facebook user is
38 years old.
Brian Solis - digital analyst, sociologist and futurist
Connect Now 2010
A local government guide to Social Media. Putting Northland first

39. A local government guide to Social Media. Putting Northland first

40. Facebook terms
ensure you read the terms of Facebook
especially important around campaigns and
competitions (ie. ownership of content)
need written permission for contests
even how to promote your Facebook page:
www.facebook.com/pages/manage/promo_guidelines.php
A local government guide to Social Media. Putting Northland first

41. Facebook terms
have an indemnity in favour of Facebook
caused problems under Public Finance Act
amendment to Act, February 2010
help available through Web Standards:
www.webstandards.govt.nz/deciding-to-use-social-media
A local government guide to Social Media. Putting Northland first

42. Facebook page types
official page
business, brand, organisation, public figure
community page
generate support for a topic or cause
group page
professional interest or hobby
A local government guide to Social Media. Putting Northland first

43. Facebook usernames
www.facebook.com/username
choose a username for your pages
need 25 likes (fans) to create username
A local government guide to Social Media. Putting Northland first

44. Building a fanbase
fans are gone, it all about ‘like’
embed widgets on your website
link to your Twitter account
advertise in newsletters, email footers
display in your reception areas
run a contest (permission required)
A local government guide to Social Media. Putting Northland first

45. Building a fanbase
use Facebook video, embed on your site
get fans to join via text, 32665 (FBOOK):
require your page to have a username
“fan [username]” or “like [username]”
great for events or radio promo
users must have verified mobile for account
you can only ‘like’ up to 500 pages
A local government guide to Social Media. Putting Northland first

46. Other Facebook users
A local government guide to Social Media. Putting Northland first

47. A local government guide to Social Media. Putting Northland first

48. A local government guide to Social Media. Putting Northland first

49. Wanna wiki?
A local government guide to Social Media. Putting Northland first

50. Use for:
Council information, history,
education, tourism promotion
A local government guide to Social Media. Putting Northland first

51. A local government guide to Social Media. Putting Northland first

52. A local government guide to Social Media. Putting Northland first

53. A local government guide to Social Media. Putting Northland first

54. A local government guide to Social Media. Putting Northland first

55. Editing Wikipedia
editing your own entry is not forbidden
deleting accurate criticism is forbidden
avoid trouble by ‘propose changes’
check who’s been editing – history tab
help available through Web Standards:
www.webstandards.govt.nz/implementing-social-media-monitoring
A local government guide to Social Media. Putting Northland first

56. A local government guide to Social Media. Putting Northland first

57. Are you LinkedIn?
A local government guide to Social Media. Putting Northland first

58. Use for:
Professional networking, groups,
recruitment
A local government guide to Social Media. Putting Northland first

59. A local government guide to Social Media. Putting Northland first

60. A local government guide to Social Media. Putting Northland first

61. A local government guide to Social Media. Putting Northland first

62. You’re LinkedIn!
A local government guide to Social Media. Putting Northland first

63. Who else is LinkedIn?
A local government guide to Social Media. Putting Northland first

64. A local government guide to Social Media. Putting Northland first

65. A local government guide to Social Media. Putting Northland first

66. A local government guide to Social Media. Putting Northland first

67. Other types of
Social
Media.
A local government guide to Social Media. Putting Northland first

68. YouTube
Use for:
Education,
events and
ceremonies,
news, views,
consultation
A local government guide to Social Media. Putting Northland first

69. Meet Ups
Use for:
Interaction,
events,
education
A local government guide to Social Media. Putting Northland first

70. Blogs
Use for:
Recommendations,
news, education,
Mayor, scientists,
libraries, museum
A local government guide to Social Media. Putting Northland first

71. Four Square
Use for:
Libraries, leisure
centres, aquatic
centre, galleries
and museums
A local government guide to Social Media. Putting Northland first

72. Keeping tabs on your
Social
Media.
A local government guide to Social Media. Putting Northland first

73. A local government guide to Social Media. Putting Northland first

74. A local government guide to Social Media. Putting Northland first

75. Tracking your brand on
Social
Media.
A local government guide to Social Media. Putting Northland first

76. www.google.com/alerts
A local government guide to Social Media. Putting Northland first

77. www.google.com/alerts
A local government guide to Social Media. Putting Northland first

78. www.icerocket.com
A local government guide to Social Media. Putting Northland first

79. www.socialmention.com
A local government guide to Social Media. Putting Northland first

80. www.keotag.com
A local government guide to Social Media. Putting Northland first

81. Councils can’t ignore
Social
Media.
A local government guide to Social Media. Putting Northland first

82. A local government guide to Social Media. Putting Northland first

83. A local government guide to Social Media. Putting Northland first

84. A local government guide to Social Media. Putting Northland first

85. Curly questions?
@WebTaniwha
Jason Dawson
General Manager - Community Relations
0800 002 004
www.nrc.govt.nz
A local government guide to Social Media. Putting Northland first